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Customer acquisition in sticky business markets

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  • Hedaa, Laurids

Abstract

Sticky business markets are characterized by prevailing long-term, yet not everlasting supplier-customer relationships. Based on 75 sales peoples' critical incidence reports on successes and failures in establishing new relationships in a sticky business market for industrial components, a classification of four contingencies and associated strategies for acquisition of new customers are suggested. Case illustrations are provided and implications for the management of industrial selling is discussed.

Suggested Citation

  • Hedaa, Laurids, 1996. "Customer acquisition in sticky business markets," International Business Review, Elsevier, vol. 5(5), pages 509-530, October.
    • Handle: RePEc:eee:iburev:v:5:y:1996:i:5:p:509-530
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    References listed on IDEAS

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    1. Seringhaus, F. H. Rolf & Rosson, Philip J., 1994. "International trade fairs and foreign market involvement: Review and research directions," International Business Review, Elsevier, vol. 3(3), pages 311-329, September.
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    Cited by:

    1. Held, Fabian P. & Wilkinson, Ian F. & Marks, Robert E. & Young, Louise, 2014. "Agent-based Modelling, a new kind of research," Australasian marketing journal, Elsevier, vol. 22(1), pages 4-14.

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